Winning at New Products : Creating Value Through Innovation

Why Rent from Knetbooks?

Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!

For more than two decades, Winning at New Productshas served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to maximize your chances of success. Winning at New Productscites the author's most recent research and showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step--from idea generation to launch.

Dr. Robert G. Cooper is one of the most influential innovation thought leaders in the business world today. He pioneered the research that led to his many ground-breaking discoveries including the Stage-Gate idea-to-launch system. He has spent more than thirty-five years studying the practices and pitfalls of over 3,000 new-product projects in hundreds of companies. A noted lecturer and consultant to industry, he has written thirteen books and more than one hundred academic articles on the management of innovation. Dr. Cooper is Professor Emeritus at the Michael G. DeGroote School of Business at McMaster University and ISBM Distinguished Research Fellow at the Smeal College of Business Administration, Pennsylvania State University. He is co-founder of the Product Development Institute Inc. and Stage-Gate International, and he lives in Oakville, Ontario.

Preface

p. xiii

The Innovation Challenge

p. 1

The Challenge: How to Really Innovate

p. 1

The Solution

p. 4

The Four Innovation Vectors-the Innovation Diamond

p. 6

New Products: The Key to Corporate Prosperity

p. 9

Huge Amounts at Stake

p. 14

Why So Much Innovation Today?

p. 15

High Odds of Failure

p. 17

Defining Newness and a ˘New Product÷

p. 20

The Path Forward

p. 23

Why New Products Win

p. 26

The Invisible Success Factors

p. 26

Why New Products Fail to Yield the Profits They Should

p. 27

Seven Critical Success Drivers

p. 31

Building the Success Drivers into Your Playbook

p. 55

Drivers of Success-Why the Best Innovators Excel

p. 56

Seven Critical Success Drivers for the Business

p. 56

Toward a Stage-Gate New-Product System

p. 81

The Stage-Gate« Idea-To-Launch System

p. 83

What Is Stage-Gate?

p. 83

Seven Goals of a New-Product Idea-to-Launch System

p. 86

How to Manage Risk

p. 94

A Best-Practice New-Product System

p. 98

An Overview of the Stage-Gate System

p. 102

Debunking the Myths About Stage-Gate-What Stage-Gate Is Not!

p. 112

Built-in Success Drivers

p. 116

Next-Generation Stage-Gate«-How Companies Have Evolved and Accelerated the System

p. 120

Global Inputs to Reinvent Stage-Gate

p. 120

Scaled to Suit Different Risk Levels and Types of Projects

p. 121

An Adaptable, Flexible, and Agile Process

p. 127

Efficient, Lean, and No Waste

p. 133

Metrics, Team Accountability, and Continuous Improvement

p. 138

Stage-Gate for ˘Open Innovation÷

p. 142

Life Cycle Management and Stage-Gate

p. 146

Automated Stage-Gate Systems

p. 150

Common Errors in Designing a Next-Generation Stage-Gate System

p. 152

Making It Work

p. 154

Discovery-The Quest for Breakthrough Ideas

p. 156

A Shortage of Blockbuster New-Product Ideas

p. 156

Where to Start? A Product Innovation and Technology Strategy

p. 158

Set Up an Idea Capture and Handling System

p. 159

The Sources of the Best Ideas

p. 160

Voice-of-Customer Methods

p. 161

Strategic Methods for Generating Ideas

p. 172

Open Innovation as a Major Source of Ideas

p. 181

Technology Development and Fundamental Research-Changing the Basis of Competition